Best Practices for E-Commerce Subscribers

MailChimp is built to help you grow your business and cultivate a relationship with your e-commerce subscribers. According to our Terms of Use, these are subscribers who provide their email address in connection with a purchase, or who have purchased from you in the past 12 months.

In this article, you'll learn about best practices for managing e-commerce subscribers.

Understand E-Commerce Customers and Permission

Permission works a little differently for e-commerce customers. Although you have permission under our Terms of Use to send to them, these buyers didn't actually sign up receive emails from you, so we don't recommend you send them all of your marketing content. Instead, use targeted campaigns to build a relationship with them.

Some e-commerce platforms have specific rules about contacting customers you've gained through their service. So if you use an online e-commerce platform, make sure you abide by their terms of use, as well.

Transactional Recipients

Transactional recipients are e-commerce customers who provide their email address through your connected store, but haven't opted-in to receive marketing content from you. MailChimp saves these addresses in a separate, transactional portion of your list.

Transactional recipients are only eligible to receive transactional email, like Abandoned Cart workflows, and can't be sent marketing campaigns. For this reason, we’ll only count transactional recipients toward your monthly bill if you’ve sent to them in the last 30 days. For Pay As You Go users, campaigns sent to transactional recipients will cost one credit.

Send Targeted Content

Your e-commerce subscribers have had specific interactions with your company that tell you something about their interests. Use the information you have about them to create segments and send targeted content that they'll want to receive.

Purchase activity is a great place to start. Send more information about the product they purchased, or market similar products they might be interested in. For example, if a customer purchased a set of tools from you, you might send them an email featuring your best tool boxes.

Segment a List by Purchase Activity

All the Segmenting Options

Create a New List Group

Send to a Group in Your List

Use Your Permission Reminder

Even though your e-commerce subscribers didn't sign up on your list signup form, you should let them know why they're receiving content from you. Use your permission reminder to remind them of their positive experience with your company.

Edit the Permission Reminder

Make It Easy to Subscribe

As you build an email relationship with your customers, they may choose to receive more content from you. Make it easy for them to sign up for your general marketing list by including a link to your signup form in every email.

How the Form Builder Works

Add a Link in a Campaign

Add an Update Profile Link

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